This episode reveals how Aldo, a global footwear and accessories brand, leverages an omnichannel strategy to enhance the customer journey. Learn from Gregoire Baret, Aldo's Senior Director of Omnichannel Experience Design, about integrating online and in-store experiences, with over 70% of in-store shoppers browsing the website first. This discussion underscores the critical need for seamless communication, services, and tools across all customer touchpoints to drive product discovery and improve satisfaction.
Key takeaways
Implement an "omnichannel experience design" role to connect departments and champion the customer voice across all touchpoints, from pre-purchase to post-purchase.
Prioritize understanding the customer journey, as 70%+ of in-store shoppers research online first; optimize digital channels to influence physical store visits.
Break down internal silos by creating a neutral role focused on improving communication and collaboration between e-commerce, in-store, and customer service teams.
Invest in integrated communication, services, and tools that help customers discover relevant products across both online and offline channels.
Recognize customer service as an integral part of the omnichannel strategy, ensuring consistent and helpful support across all interaction points.
Treat product discovery as a continuous process, focusing on improving communications, services, and tools across the entire customer journey.
Develop a holistic view of the customer by mapping their journey across online and offline touchpoints, and identifying pain points and opportunities for improvement.
When Gregoire Baret joined Aldo Group in 2015, “omnichannel” wasn’t the industry-wide buzzword it is today. But even now, there’s some mystery around his unique, trendy-sounding position of senior director of omnichannel experience design. “Omnichannel experience design is about the consumer journey,” said Baret. “It’s about improving the shopping experience through communication, services, tools -- anything that’s going to help someone discover the right and relevant products.” In addition to the in-store and e-commerce experiences, the focus of his role -- which was new when he joined the company -- encompasses customer touchpoints from pre-purchase to post-purchase, including customer service. “I was brought in to be a kind of neutral agent that would connect people across [Aldo] departments, but also to be a voice for the consumer,” said Baret.
What does this episode say about retail & omnichannel?
Implement an "omnichannel experience design" role to connect departments and champion the customer voice across all touchpoints, from pre-purchase to post-purchase.
What does this episode say about brand & content?
Prioritize understanding the customer journey, as 70%+ of in-store shoppers research online first; optimize digital channels to influence physical store visits.
What does this episode say about customer retention?
Break down internal silos by creating a neutral role focused on improving communication and collaboration between e-commerce, in-store, and customer service teams.
What does this episode say about founder & leadership?
Invest in integrated communication, services, and tools that help customers discover relevant products across both online and offline channels.
What does this episode say about retail & omnichannel?
Recognize customer service as an integral part of the omnichannel strategy, ensuring consistent and helpful support across all interaction points.
